--- title: "Orange Advertising joins BEE: what it means for TV and CTV measurement in France" description: Orange Advertising joins BEE to enhance cross-media TV and CTV measurement in France, providing advertisers with insights for ad targeting and investment. image: https://blog.realytics.io/hubfs/partenariat%20orange%20-%20bee.webp --- [![TV Tracking - Realytics](https://blog.realytics.io/hubfs/Realytics%20January2018%20Theme/images/logo-top.svg)](https://www.realytics.io/) - [Offers](https://www.realytics.io/radio-tv-analytics/) - [TV & Radio Analytics](https://www.realytics.io/radio-tv-analytics/) - [Bee](https://www.realytics.io/measurement_tv_bee/) - [TV Monitoring](https://www.realytics.io/tv-monitoring/) - [References](https://www.realytics.io/references/) - [Resources](https://www.realytics.io/resources/) - [Case studies](https://www.realytics.io/resources/) - [White papers and studies](https://www.realytics.io/resources/white-papers-and-studies/) - [Events & Webinars](https://www.realytics.io/resources/events/) - [About](https://www.realytics.io/our-vision/) - [Our vision](https://www.realytics.io/our-vision/) - [The team](https://www.realytics.io/reaytics-team/) - [Join us](https://www.realytics.io/job-offers-realytics/) - [Press](https://www.realytics.io/press-zone-realytics/) - [Contact](https://www.realytics.io/contact-realytics/) - [Blog](https://blog.realytics.io/en) - [Glossary](https://www.realytics.io/glossary/) - Demo - [Log in](https://portal.realytics.io/login) - [![Français](data:image/png;base64,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 "Français")](https://www.realytics.io/fr/) - [![English](data:image/png;base64,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 "English")](https://www.realytics.io/) - [![Deutsch](data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABAAAAALCAIAAAD5gJpuAAAABGdBTUEAAK/INwWK6QAAABl0RVh0U29mdHdhcmUAQWRvYmUgSW1hZ2VSZWFkeXHJZTwAAAGzSURBVHjaYvTxcWb4+53h3z8GZpZff/79+v3n/7/fDAz/GHAAgABi+f37e3FxOZD1Dwz+/v3z9y+E/AMFv3//+Qumfv9et241QACxMDExAVWfOHkJJAEW/gUEP0EQDn78+AHE/gFOQJUAAcQiy8Ag8O+fLFj1n1+/QDp+/gQioK7fP378+vkDqOH39x9A/RJ/gE5lAAhAYhzcAACCQBDkgRXRjP034R0IaDTZTFZn0DItot37S94KLOINerEcI7aKHAHE8v/3r/9//zIA1f36/R+o4tevf1ANYNVA9P07RD9IJQMDQACxADHD3z8Ig4GMHz+AqqHagKp//fwLVA0U//v7LwMDQACx/LZiYFD7/5/53/+///79BqK/EMZ/UPACSYa/v/8DyX9A0oTxx2EGgABi+a/H8F/m339BoCoQ+g8kgRaCQvgPJJiBYmAuw39hxn+uDAABxMLwi+E/0PusRkwMvxhBGoDkH4b/v/+D2EDyz///QB1/QLb8+sP0lQEggFh+vGXYM2/SP6A2Zoaf30Ex/J+PgekHwz9gQDAz/P0FYrAyMfz7wcDAzPDtFwNAgAEAd3SIyRitX1gAAAAASUVORK5CYII= "Deutsch")](https://www.realytics.io/de/) [News](https://blog.realytics.io/en/tag/news), [Technology](https://blog.realytics.io/en/tag/technology), [CTV](https://blog.realytics.io/en/tag/ctv) # Orange Advertising joins BEE: what it means for TV and CTV measurement in France Posts by Cyrille Billon Feb 09, 2026 - [Home](https://www.realytics.io/) - Orange Advertising joins BEE: what it means for TV and CTV measurement in France We proudly announced it back in **December 2025**: [**Orange Advertising has joined BEE**](https://blog.realytics.io/en/orange-advertising-joins-realytics-bee), our cross-media measurement solution. Beyond the announcement itself, we’d like to take a closer look at this partnership, what it concretely brings to the scope of cross-media measurement, and the new opportunities it opens up for advertisers and their agencies. --- ## In a nutshell - **Who?** Orange Advertising joins **BEE**, Realytics’ cross-media TV and CTV measurement solution. - **What?** Strengthening the representativeness of BEE’s cross-device TV exposure measurement with 8 million opt-in households. - **How?** A deterministic measurement built on operator data from **Bouygues Telecom, SFR and Orange**, sourced from opt-in households. - **For whom?** Media agencies and advertisers managing **linear TV, Addressable TV and CTV** campaigns. --- ## TV measurement has structurally become cross-media TV consumption is no longer limited to traditional linear viewing. As a result, advertisers and their agencies are now looking for new TV and video levers to offset the significant decline in linear TV and its single, mass-audience stream. TV campaigns are now deployed across additional environments alongside linear TV: **[Addressable TV](https://www.realytics.io/glossaire/programmatic-tv/definition-of-addressable-tv/), [BVOD](https://www.realytics.io/glossaire/tv-ads/definition-bvod/), [AVOD](https://www.realytics.io/glossaire/tv-ads/definition-avod/) and [FAST](https://www.realytics.io/glossaire/tv-ads/definition-of-fast-tv/) channels**. In this context, measuring each lever in isolation no longer makes it possible to understand its true contribution to overall reach. [**BEE (Brand Exposition & Engagement)**](https://www.realytics.io/measurement_tv_bee/) was designed to address this fragmentation by offering a **deterministic cross-media measurement**, based on a single source of operator data. --- ## Why integrating Orange Advertising into BEE is a game changer BEE already relied on data from **Bouygues Telecom and SFR**. The addition of Orange Advertising makes it possible to significantly expand the number of TV households that can be analyzed,  strengthen the statistical representativeness of measured audiences, and provide a more comprehensive view of TV exposure across the French market. As a reminder, the [**ADMTV TV Guide**](https://www.admtv.org/publications/precis-de-television/) indicates that around **84% of French households use a TV set-top box** to connect their television sets. As a result, BEE is now able to measure TV campaigns based on **opt-in data from 8 million households**. --- ## What BEE can now measure thanks to this partnership With the integration of Orange Advertising, BEE enables analysis of: - reach per activated TV distribution channel, - audience duplication between linear TV and Addressable TV, - the true incremental reach delivered by each activated TV distribution channel. --- ## What changes with Orange joining BEE’s cross-media measurement For agencies and advertisers, this partnership makes it possible to **objectively arbitrate between linear TV and CTV**, to manage advertising frequency more precisely in order to avoid media waste, and to compare TV devices based on **real consumption data**. Ultimately, they can understand the real contribution of each TV distribution channel to total reach,optimize the allocation of linear TV and Addressable TV investments, rely on a **secure, deterministic and GDPR-compliant measurement framework**. Measurement is no longer limited to post-campaign reporting, it becomes a tool for media steering and decision-making. --- ## Let's go toward a clearer TV and CTV measurement standard This partnership is part of a broader market dynamic aimed at structuring a **more transparent cross-media TV measurement**, built on operator data and shared across the ecosystem. [![Discover Bee](https://no-cache.hubspot.com/cta/default/2526263/31794880-7460-4c5b-93a5-443312fa8a75.png)](https://cta-redirect.hubspot.com/cta/redirect/2526263/31794880-7460-4c5b-93a5-443312fa8a75)   Mots clés : [News](https://blog.realytics.io/en/tag/news), [Technology](https://blog.realytics.io/en/tag/technology), [CTV](https://blog.realytics.io/en/tag/ctv) [« BVOD: your trusted streaming platform](https://blog.realytics.io/en/bvod-trusted-streaming-platform) ### Newsletter. ![Realytics logo](https://blog.realytics.io/hubfs/Realytics%20January2018%20Theme/images/Plan%20de%20travail%201.svg) ### About The leader in TV-digital convergence, Realytics enables advertisers to anticipate and measure the impact of a TV campaign on digital, to optimise their media plans according to their business and branding KPIs, and to identify the “TV-engaged” viewers in order to capitalise on this captive audience. 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